Ugly Mug Marketing – Wayne Mullins

“Brands that are succeeding today are those that can take ordinary customers and turn them into evangelists for their brand.” Wayne Mullins

The journey of entrepreneurship is filled with ups and downs which can sometimes be overwhelming. Learning how to deal with different situations and being less reactive to events happening around helps to balance leaders to focus on being productive. This is according to our guest today, Wayne Mullins, who continues influence entrepreneurs around the word.

Wayne Mullins is the founder and CEO of Ugly Mug Marketing. Over the past 20 years, he has scaled multiple companies and helped hundreds of entrepreneurs do the same with their companies. Ugly Mug Marketing has won the praises of some of the leading influencers in the business world, such as Chris Voss (New York Times Best Selling Author of Never Split the Difference), Neil Patel (Founder of QuickSprout & Kissmetrics), and Ari Weinzweig (Co-Founder of Zingerman’s).

Wayne’s work directly influences more than one hundred thousand entrepreneurs annually through his blog, books, and training programs. Wayne has personally worked with clients in over 100 industries – from every corner of the globe. And through his books and training programs, Wayne directly influences more than a quarter million entrepreneurs each year.

In this episode, Wayne talks about his business and why it is important for entrepreneurs to focus on incremental improvements especially when they are facing difficult times.

Listen in!

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  • In Ugly Mug marketing, we are coming up on our 13th year in business and it has been an entrepreneurial roller coaster. [3:12]
  • One thing that has remained consistent is our desire as a company and as an organization to continually get better. [3:30]
  • Sometimes when we’re enduring the great highs and the terrible lows, it’s easy to lose sight of the incremental improvements. [4:15]
  • If things are terrible right now in your business, make a commitment to yourself to find out how you can make whatever it is you’re trying a little bit better tomorrow. [4:34]
  • A big part of it is learning to kind of ignore what appears to be going on around us. [6:31]
  • The name ugly mug marketing is actually a play on a phrase from a gentleman of the name, David Ogilvy who was the co founder of Ogilvy and Mather marketing agency in the world. [7:27]
  • In marketing advertising, it’s very easy to get caught up and get distracted by pursuing design awards or pursuing clever marketing campaign awards. [7:58]
  • For us, what matters is, no matter what we’re doing, our clients’ best interests are the things that we should be aiming for. [8:10]
  • To entrepreneurs, the comparison trap is an extremely dangerous one for us. [10:02]
  • Sometimes we will spend so much time wishing ourselves into other environments, not really understanding or grasping that problems don’t problems disappear. [12:33]
  • Commercial break. [13:04]
  • We work in three buckets, which include web development, social media marketing and conduct results-based marketing where we completely come in and take over all of a client’s [14:04]
  • One of the things that makes us a little bit different than a lot of our competitors is the way that we try to stand out. 15:46]
  • We define marketing to be your ability to attract and to keep a customer. [15:57]
  • When we look around the brands that are succeeding today are those that can take ordinary customers in turn them into evangelist for their brand. [16:20]
  • I’m the founder and leader of this company which means that its state is a reflection of me as a leader. [18:19]
  • How you do anything, is how you do everything and as entrepreneurs we need to be the example before we come in and start demanding other people to live up to their full potential. [19:52]
  • We do have to give ourselves grace and understand that entrepreneurship is a journey and a process. [21:44]
  • I realized I have to work on myself and learn to embrace the challenge and hardships as much as I love to embrace the good. [22:56]
  • Empathy is the ultimate marketing secret. [24:33]
  • There is a difference between acknowledging someone else’s pain, desires or their goals, versus acknowledging them and actually having the ability to feel what they feel. [25:04]
  • When a client truly has empathy for the people they serve, everything changes for them and so I think would be the magic word for marketing. [25:15]


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